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Disadvantages Of Online Advertising

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5. HYPOTHESIS DEVELOPMENT Building on passed research and the abovementioned theoretical framework, this chapter will explain the expected relationships between the building blocks of this study. First we will describe the dependent variable, after which we will describe what independent variables, moderating variables and control variables might influence this dependent variable. 5.1 Click-through-rate Previous literature that is concerned with web personalization and (re)targeting have used a wide variety of measures to establish the respective effectiveness of these mechanisms. Most studies rely on one single measure such as online sales (Lambrecht & Tucker, 2011), purchase intentions (Goldfarb & Tucker, 2011), click-through rate (Tucker, 2014; Lohtia, Donthu & Hershberger, 2003), click-through intentions (White, Zahay, Thorbjornsen & Shavitt, 2007) or view-through-rates (Stitelman, Dalessandro, Perlich & Provost, 2011). Other studies are able to combine several measures; for example, click-through-rates and view-through-rates (Bleier & Eisenbeiss, 2015) or even online sales and offline sales (Lewis & Reiley, 2014). The most common and most widely adopted measure in the field of online advertising is the click-through-rate (CTR) (Antarieu, Fenez, Sharkey & Stokes, 2013), and can be expressed as a percentage, measured as the number of clicks divided by the number of impressions/views in the same time period. This study will therefore use the CTR as dependent variable to

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